From better farmer data to customer transformation
Global food & agriculture organisation · New Zealand
- Service Design
- Customer Strategy
- Transformation
The ask
How might we use digital tools to get better data from growers?
The challenge
Why this problem mattered
Context to come — the situation the organisation was in, what was at stake and why the problem was worth solving.
What I discovered
The human insight
Key insight to come — the behavioural or human truth that reframed how the team understood the problem.
What I did
I led the service design work to understand growers’ needs and behaviours and uncovered a bigger issue: this wasn’t simply a technology or data problem. I used qualitative insight to challenge the original brief and help shift the conversation towards how the organisation could become more customer-led.
Further detail to come — my role, how the work ran and the decisions it shaped.
Methods
- Qualitative Research
- Journey Mapping
- Service Design
- Capability Building
How the problem evolved
The original ask
How might we use digital tools to get better data from growers?
What we discovered
The challenge was bigger than data collection or technology.
The reframe
How might we become more customer-led?
The impact
~NZ$250k initial engagement → multimillion-dollar transformation programme
The impact
What began as an approximately NZ$250k engagement grew into a multimillion-dollar transformation programme, including wider customer and digital transformation and the creation of an internal human-centred design capability.